Business interpretation in high resolution

In Paris, ViewSonic announced the launch of a new series of smart home theatre projectors. Cultures Connection was there to provide simultaneous interpretation of the event.

U.S. company ViewSonic is aiming to make waves in the audiovisual market this year with the launch of its new X10-4K and X1000-4K home theatre projectors, announced recently in Paris. These new devices have an elegant, portable design, making them ideal for setting up a home theatre in any room of the house. But the real innovation is what’s inside: they boast a brand-new LED system that projects higher resolution images, and a Smart TV interface that allows viewers to access their favorite TV shows and movies effortlessly. The product announcement, in all its detail, would not have been possible without the simultaneous interpretation provided by Cultures Connection.

The work performed by the Cultures Connection interpreter who attended the April 9th event consisted of translating the English presentation which the American executives from ViewSonic had prepared for the local audience, into French. With this launch, ViewSonic, which has been based in California since 1987, will attempt to do battle in a segment of the entertainment industry that is today dominated by Asian tech companies.

Love big screen movies and popcorn in bed? The wait is over! The X10-4K model, with a brightness of 2400 lumens, will be on sale this spring, while the 2200 lumen X1000-4K will be in stores in the autumn. High entertainment guaranteed!

A technological and business setting

How does one, in a matter of seconds, adapt the names of technical devices, or of the best technologies for certain features, from one language to another? While it’s no easy task, the critical thing for the interpreter was that the content of the presentation, its language, and target audience for ViewSonic’s new X series of home theatre projectors, was available ahead of time in order to thoroughly prepare.

The speakers from the U.S. company explained that the X10-4K and X1000-4K house a DLP® 4K Ultra HD (3840×2160) chip powered by XPR technology. They also incorporate a Rec.709 color precision technology and an advanced frame interpolation technology that reduces motion blur and delivers a natural image. With support for HDR content, these projectors deliver incredibly detailed video playback with rich colors and detailed contrasts. Long-life LED technology gives them a lifespan of up to 30,000 hours, according to the company’s remarks to the press.

In addition, they announced that both projectors are compatible with Amazon Alexa and Google Assistant, and come with a Smart TV interface for easy streaming of TV programs and shows from more sources. The built-in operating system provides access to apps from the Android Store, and a pair of Harmon Kardon speakers will delight users with powerful sound. Wi-Fi connectivity allows users to stream content from providers such as Netflix and YouTube. Drawing on their experience in the sector and their thorough preparations, the interpreter was able to ensure the presentation flowed smoothly and clearly.

In addition to the challenge of interpreting a specific technical language simultaneously and accurately, the Cultures Connection specialist also had to deal with business terminology in order put the release of these products into the context of the current international audiovisual market and ViewSonic’s business targets as outlined by its leadership. The interpreter accomplished this by adapting American business culture to the particularities of its French counterpart in order to avoid ambiguities or misunderstandings.

ViewSonic has played its cards and now awaits the public’s response. The company has started off on the right foot, with its communication of the launch of its projectors going off without a hitch, in as high resolution as the products themselves.

Translation into English: Sean Mullen

This article has been written by Gonzalo Olaberría
on 19/06/2019

He graduated in Communication Sciences and worked as a Journalist for national newspapers and magazines in Argentina and as a Consultant in political, institutional and corporate communication. He now [...] Read more about this author